金門高梁酒前進中國白酒市場關鍵成功因素之研究

An Empirical study of Critical Success Factors of Kinmen Kaoliang Liquor in China Market

吳太琪(Tai-Chi Wu)

指導教授 ： 莊立民

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2012年)

https://doi.org/10.6833/CJCU.2012.00114

摘要

自從2002年台灣加入WTO後，取消了一些限制中國白酒類進口台灣的政策，給了中國白酒進入台灣市場一個契機。這將使得中國白酒得以進入台灣市場。但相對的給了台灣白酒進軍全世界最大的白酒市場－中國市場的機會。
由於金酒公司在台灣的白酒市場，享有最高的品牌知名度與百分之七十以上市場佔有率的優勢。本研究將對金門酒廠實業股份有限公司 (以下簡稱金酒公司)產品進入中國市場的關鍵成功因素進行研究。並針對消費者行為構面、品牌形象構面、產品包裝構面、再次購買意願等四個構面進行問卷調查，將回收問卷進行迴歸分析，並建立一個迴歸預測模型，藉由迴歸預測模型引導出金酒公司中國市場關鍵成功因素的Model。
並在最後結論與建議針對金酒公司進行SWOT分析，剖析出金酒公司前進中國市場所面臨的『優勢、劣勢、機會、威脅』，從結論的分析中，對金酒公司在中國市場做出具體的結論與建議，以供金酒公司與從事台灣白酒中國市場行銷者參考。

關鍵字

品牌權益 ； 關鍵成功因素 ； 迴歸分析

並列摘要

Since Taiwan joined the WTO in 2002, several banned policies to the imports of liquor in China have been reopened, which is a right time for Chinese liquor to get into the Taiwan market, as well as a crisis for Taiwan. Not only will this make Chinese liquor be sold in our country, but also provide an opportunity for our liquor to enter into the immense white wine market – the Market of China.
Due to the fact that Kinmen Kaoliang Liquor Incorporation enjoys the highest brand awareness and has the advantage of more than 70 percent market share, this research will investigate how did the Kinmen Kaoliang Liquor Incorporation (hereinafter refers to as Kinmen Kaoliang Incorporation) break into the market of China and conduct questionnaires with regard to four dimensions, which are consumer behavior, brand image, and packaging as well as re-purchase intention. After questionnaires were collected, a regression analysis will be taken and establish a regressive predicted model, via which to deliberate the key factors of Kinmen Kaoliang Incorporation’s success in entering into the Chinese market.
Finally, in the conclusions and suggestions part, a SWOT analysis is given which concludes to the advantages, weaknesses, opportunities and threats that Kinmen Kaoliang Incorporation will face as entering into China, and give concrete conclusions and suggestions via the analysis for references to Kinmen Kaoliang Incorporation and other Taiwan’s wine merchants in the Chinese market.

並列關鍵字

Brand equity ； Key Success Factor ； Regression analysis

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